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Wickes: New Cabinet


Home improvement retailer, Wickes is reminding one particular person who’s moving house this weekend that help is on hand to make it feel like home, in a campaign created by the independent ad agency St Luke’s.

‘New cabinet?’ is an OOH campaign which breaks today, following Labour’s general election victory. It features a simple poster, reading: “New cabinet, Keir? Our kitchen experts are here to help”, along with branding for DIY retailer Wickes, which has 230 stores across the country.

The campaign plays off the wordplay of the ‘New cabinet’ that will be formed by Sir Keir Starmer following his election victory. It seeks to raise awareness of the wide range of kitchens from Wickes and the design experts who can ensure that everyone has a kitchen (and their own cabinets) of their dreams in their home too.

‘New cabinet?’ runs for one day only, Friday 5 July, on an ad van, which will appear outside Downing Street in Westminster, the world-famous address where Britain’s serving prime ministers have resided since 1735.

Richard Denney, Joint Chief Creative Officer at St Luke’s, said: “The first thing you do when you move into a new home is start planning what you are going to do with it – especially if the previous occupants have not left it to your taste. Step forward Wickes’ kitchen experts, there to help you feel house proud.”

Other credits

Client: Gary Kibble, Chief Marketing and Digital Officer; Mandy Minichiello, Head of Marketing, Kitchens and Bathrooms, PR & Social; Gemma Lovell, Senior Social Media Manager; Ella Farthing, Senior PR and Charity Manager

Agency: St Luke’s

Joint Chief Creative Officer: Richard Denney

Art Director & Copywriter: Darren Keff & Phillip Meyler

Head of Art & Design: Pete Mould

Agency Producer: Charlie Berry

Senior Planner: Amelia Markham

Business Director: Barnaby Kelly

Senior Account Manager: Hope Shooter

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